Diageo partners with Deliveroo for last minute Christmas orders

By Jo Gilbert

Published: 14 December, 2016

Diageo is the latest company to hop into bed with delivery start-up Deliveroo.

The spirits giant has launched thebar.com in collaboration with Deliveroo to dispense last minutes drinks orders from its portfolio directly to consumers.

During launch week in London, customers will also be serenaded by carols when they received their order.

Deliveroo's speedy delivery cyclists - dubbed Roomen and Roowomen - will be able to deliver drinks like Baileys liqueur in minutes and hours rather than days, which is a key USP of the Deliveroo model.

Baileys is sold throughout November and December and is one of the key products for Diageo at this time of year.

Deliveroo has become a popular partner for drinks companies this year, with Heineken and fine wine merchants Friarwood signing up to Deliveroo's network to deliver straight to customers' doors.

Next day and often same day delivery services are increasingly becoming the norm with online retailers such as Amazon Prime and Asos as consumers continue to expect receipt of items within tighter and tighter windows.

Deliveroo began by offering takeaways straight to customers' doors via bike but has quickly expanded to offer speedy deliveries of alcohol and other products.

Diageo brands including Smirnoff, Gordon's, Captain Morgan, Johnnie Walker and Baileys will be available to order by searching thebar.com on the Deliveroo app and website in select areas.

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